Transcript NEW ISSUES IN MARKETING

“NEW ISSUES IN MARKETING”
"Progress is possible, No
one can stop it, but
obstacle is there, we have
to face it.“
- Amartya Sen
GLOBALISATION
LEGAL ISSUES
NEW ISSUES
IN
MARKETING
GREEN
MARKETING
CONSUMERISM
“GREEN MARKETING”
Marketing of
products that are
presumed to be
environmentally
safe……
“EVOLUTION OF GREEN
MARKETING”
It has three phases:
 ECOLOGICAL GREEN
MARKETING

ENVIRONMENTAL
GREEN MARKETING

SUSTAINABLE GREEN
MARKETING
“WHY GREEN MARKETING?”
Opportunities or competitive
advantage

Corporate Social Responsibility
(CSR)


Government pressure

Competitive pressure

Cost or profit issues

Green marketing mix
“BENEFITS OF
GREEN MARKETING”
 Access
to new
markets

Increase their profit
sustainability

Enjoy competitive
advantage
“GREEN MARKETING CASES”

Philips Light's "Marathon“

Electronics Sector

Introduction of CNG in
Delhi

Car Sharing Services
“GLOBALISTAION”
THOMAS FRIEDMAN
calls it
“FLATTENING OF THE WORLD”
“ DEFINE GLOBALIZATION?”
“GLOBALIZATION’S
EFFECTS ON
MARKETING
STRATEGIES”
“MARKETING CONSTITUENTS TO BE
ANALYSED”

The Consumer

Brands

Marketers
 Academics
“GLOBAL MARKETING STRATEGIES”
 Are
market force driven
 Are
cost driven
 Are
government regulation
driven
 Are
industry demand driven
 Are
competition driven
“BENEFITS OF PRODUCT MARKETING
IMPORTS”

Products / services unavailable
in your country
 Cheaper products/ services
your country
 Improves the lifestyle.
 Generates jobs
 Enriches the population with
imported culture
 Educates the population
 Increases the culture exposure
“BENEFITS OF PRODUCT MARKETING
EXPORTS”
 An
opportunity to other
countries to taste your products
or services
 Sell your country's products or
services
 Job opportunities
 Export income
 Foreign exchange reserves
 Better life for the people
 Learn foreign languages
The real differentiator of
customer – centricity in a
commoditised world of media
products -
Customer Service !
“CONSUMERISM”
A Social movement
intended to
safeguard the right
of consumers…
“ CONSUMER ”
An entity who consumes the product is
called a consumer.
“ A consumer is the most important visitor on our premises . He is
not dependent on us we are on him . He is not an interruption to our
work; he is the purpose of it . We are not doing a favor to a consumer
by giving him an opportunity; he is doing us a favor by giving an
opportunity to serve him”.
- Mahatma Gandhi
“ MARKETING CONCEPT ”
Business run on revenue and that revenue comes from consumer.
So, consumers are the ultimate source of income . The marketing
concept, simply stated, suggest that the purpose of a business
is to provide customer satisfaction . Thus, it is anticipated that the
firm will maximize long term profitability through customer
orientation.
“ EVOLUTION OF CONSUMERISM ”
Industrial Revolution
Customer is king
Plenty of supply
Competition
Consumerism
Increased alternative
Choice making
The Right to Be Safe
The Right to Be Informed
Basic Consumer Rights
The Right to Be Heard
The Right to Choose
CAUSES OF CONSUMERISM :1. Consumer Sovereignty
2. Consumer Ignorance (decisiveness)
consumer gets suffered:
(a) Directly
(b) Indirectly
DIRECTLY
 Health
& Safety
 Repair &
servicing
 Pricing issue
 Product quality
INDIRECTLY


Pollution in environment
Moral issues ( e g. child labour )
“BENEFITS OF CONSUMERISM”

Safer products to consumers
 Market
expansion
 Builds
social image
 Aware
society
“CHALLENGES OF CONSUMERISM”
 Addictive
lifestyle
 Made consumer
choices more difficult
 New legal remedies
and safeguards
 Product Evaluation
 Instructions
 Complaints
“PREDICTING CONSUMERISM’S FUTURE”

Studying the consumer
trends.
 Examining the potential
resource mobilization skills.
 A constituency for consumer
organizations.
 To overcome “free-rider”
problem.
 Organizations with societal
trends will be the most
successful
“CONSUMERISM IN 21ST CENTURY”
 Materialism

Wealthy
Consumers

Emulation
“ LEGAL
ISSUES
IN
MARKETING ”
“ BRIEF OVERVIEW ”
LAWS
̶ FOOD ADULTERATION ACT
̶ DRUG AND MAGIC
REMEDIES ACT
̶ DO NOT DISTURB LAW
̶ SPAM PREVENTION
– INDUSTRIES ACT
● IMPORTANCE OF THESE
LAWS
“THE PREVENTION OF FOOD ADULTERATION
ACT ,1954”
Related to food and beverage companies
Prevention of Food Adulteration
Prevention of misbranding
Misbranding is considered if
 Wrong information about the content of
product
 Wrong information about the origin of
product
 Wrong advertisement about the effects of
product

“ SOME CASES ”
“DRUG AND MAGIC
REMEDIES ACT, 1954 ”
This act is for pharmaceutical
companies.
According to this act, marketing
department of these companies cannot

Promote those advertisement which
enhance self- medication
 Prohibition of advertisement of
certain which are used to cure
impotency, sexual and menstrual
disease
“ THE INDUSTRIES ACT,
1951”

It influences the
product and distribution
decisions of companies
in India.

It prevents black
marketing
“DO NOT DISTURB LAW”
This is a new law which was
introduced to protect one’s
personal life

According to this law, after
registering one’s number to
the service provider they
cannot call or message the
customer and if they do so
they will be fined

“ SPAM PREVENTION ”

This is to prevent
unwanted online
marketing
 According
to it
sending spam is
illegal.
“ IMPORTANCE OF THESE LAWS ”
These laws help in

Preventing Consumer Exploitation

Preventing Illegal Marketing Practice

Maintaining the government’s control
over these institutions
“IMPORTANCE
OF LEGAL
ISSUES”
“LEGAL ISSUES”
 Behavioral
Targeting
 Green Advertising
 Drug Advertising
 Endorsements
& Testimonials
Contd……

Product Placement or ‘embedded
advertising’

Legal ramifications of user -generated
content

Agency – Client Relationships
“OTHER ISSUES IN MARKETING”
 Viral Marketing

Custom facebook page design
 Digital strategy and the advertising
contract
 Google retargeting
 Mystery Marketing